The Challenge for Larger Companies
One thing that has happened in the domain space in the last few years is that many companies have grown quite a bit from their roots. I’ve only been in this business since 2003 and serious about it for just the last 4-5, but I’ve already seen significant changes at some of the larger companies.
I don’t have the experience working within one of these companies, so this perspective is an outsider’s point of view rather than from someone on the inside.
Sustaining growth is a big challenge that every company faces as it grows. Some companies need to take outside investment, and oftentimes the investors’ goals don’t align with the needs of the company’s clients. Companies need to drive a positive ROI, and that can cause it to stray from its roots in order to achieve its financial objectives. In a small industry like the domain space, that can pose challenges.
As domain companies grow, they should continue to reach out to its clients to ensure their needs are being met, just as they always have been met. Hiring people who have experience in the domain industry is one way to do this. Surveying customers is another great way to make sure needs are being met. I think the best way is to have customer service representatives and account managers who know their clients and can make sure client needs are being met at all times.
With growth comes certain expectations from those who have ownership stakes. Companies need to constantly evaluate whether customer needs are being met, and if they aren’t, they should re-think how business is done. Companies grow for a reason, and they need to realize it’s the loyalty of their core customers that have enabled this growth and will sustain it in the future.
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